LEDVI BEZA
Boulder
Summary
I'm a results-driven leader with strong background in behavioral science and insights strategy. I develop and implement effective strategies and optimizations. Known for adaptability, effective collaboration, and delivering measurable outcomes in dynamic environments. Strong communication, team-building, and problem-solving skills, coupled with focus on fostering productive and positive team culture. I love answering questions about human nature. I help teams develop empathy using behavioral science, psychological principles, biometrics, and contextual data. I decode complex patterns of human behavior to guide strategy and influence actions. Come to me when you've got a question, big or small, about why people do what they do or how to improve your metrics. I've been applying behavioral science principles and helping clients see human nature in a way they hadn't yet thought to for 17 years.
Overview
18
18
years of professional experience
Work History
Director, Data Science and Analytics
Razorfish/Publicis Groupe
01.2017 - Current
- I lead the Applied Behavioral Science practice within the Data team, uncovering and enabling clients with strategic human insights that impact business goals
- Enhanced cross-team collaboration with strategy, data science, engineering, and research teams to predict and influence consumer behavior
- Clients: Audi, Volkswagen, Hewlett-Packard Enterprise, TikTok, Walmart, Pop-Tarts, Five Guys, Audible
Highlights:
- Managed Applied Behavioral Science practice and HumanIQ biometrics lab
- Led national consumer research that was used globally and resulted in organic new business
- Identified new incremental audience opportunities for all clients
- 122% increase in return on ad spend for QSR client
- 25% increase in engagement from women for luxury automotive brand
- 86% engagement increase for retail client
- 10% increase in CPG client sales after a 2-year slump
Behavioral Strategist
Appleseed Impact
01.2016 - 01.2017
- Led behavior change project in Spanish including research design, execution, analysis, and co-writing of a published paper and creative concept testing
- Provided actionable insights based on data-driven analysis, enabling informed decision-making across all levels of the organization.
Highlights:
- Led research to develop behavior-changing multi-language communications objectives
Social Media Researcher and Strategist
The Taproot Agency
01.2012 - 01.2015
- Led identification and development of communications objectives
- Clients: Marriott, NHTSA, Talquin Electric, The Mosaic Company
Highlights:
- Negotiated Marriott Stanton's first ever social media content strategy contract
Behavior Change Research Associate
Salter Mitchell
01.2007 - 01.2011
- Executed research design, planning, execution, analysis and reporting (qualitative and quantitative)
- Clients: Planned Parenthood, Department of Health, Safekids Worldwide, NIH
Highlights:
- Developed product to encourage adoption behaviors based on research I designed and executed to uncover why audiences weren’t using the service
Education
MASTER OF FINE ARTS -
Florida State University
01.2007
Skills
- Compassionate and empowering team management
- Collaborative team player and relationship builder
- Behavioral science leadership
- Evidence-based strategic human insights development
- Strategic planning
- New audience opportunity development
- Agile mixed methods research
- In-market test design
- Passionate presenting and story-building
Publications
- Certificates
- Effie Award
- Silver Anvil Award
- American Advertising Award
- U.S. Health and Human Services Protection of Human Research Subjects
- Published Papers
- Beza, L. J., Strumba, J., Pidliskey, D., & Zaken, A. (2023). (rep.). The Artificial Intelligence Journey: Stories from the Trenches. Hewlett Packard Enterprise.
- Beza, L., Kao, P. (2016). The Post-Harvest Process for Maize in Rural Guatemala: Informing Strategic Communication to Prevent Losses to Weevils. Presented to Semilla Nueva, Guatemala, Guatemala.
- Martin, T., Beza, L., Mitchell, P., & Jennings, C. (2008). Dissecting the “Fifth Guy”: Exploring the pandemic flu preparedness campaign that intentionally neglected to discuss the pandemic flu. Presented at Social Marketing in Public Health Conference, Clearwater Beach, Florida and at Florida Department of Health, Tallahassee, Florida.
Timeline
Director, Data Science and Analytics
Razorfish/Publicis Groupe
01.2017 - Current
Behavioral Strategist
Appleseed Impact
01.2016 - 01.2017
Social Media Researcher and Strategist
The Taproot Agency
01.2012 - 01.2015
Behavior Change Research Associate
Salter Mitchell
01.2007 - 01.2011
MASTER OF FINE ARTS -
Florida State University
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